Under Armour: What Management Should Learn From KD's Decision To Stay With Nike
- Under Armour has grown significantly in Football, Running, Fitness, Women’s Apparel, Soccer, and other areas.
- After 4 years in the space, basketball has seen limited growth in both overall market share and as a portion of total revenues, coming in at .25% and 1%, respectively.
- Under Armour’s failure to sign Durant shows their failure to appeal to not only Durant, but the overall basketball market.
- Management should consider reallocating capital towards areas in which Under Armour already holds solid market share.